There is a point in this, but I do believe you are expressing it in a way people will not understand.
There is a xenophobe reaction in everyone, you will always be careful with something you do not know, that can be a different skin colour, that can be a different way of dressing (punk, suits,... ), that can be a handicap, etc...
To treat people different on this basis is the thing that is wrong and not everyone does it wrong. But you need to fight the first reactions, even the most tolerant person does.
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On the different price for different ethnical groups, there would indeed be a problem if you set a different price for the same service just based on ethical (although you should have the freedom to do it).
If you know for example that some people will come back to ask for free services (training, repair, cleaning, ....) and it is better to include the services in the original offer, it is cultural awareness, you offer something different, so the price is different (no matter if it is documented or not).
For example the thread:
McDonald's bans tracksuits
They perceive an extra cost with people that are dressed in a certain way and refuse them. Is this the best solution? I don't know, but it is their right to solve their issues.
On cultural awareness: people born in the same culture, going to the same schools, etc... they are not of a different culture. But treating with a service center in India, from Europe we use different communication, since they are different. Our vision is that they do good work, we send them more and more work, but they still work differently. Ignoring that they are different, sounds more
politically correct, but just makes your actions ineffective.
On positive discrimination, a business should take the best person for the job, at equivalent capabilities, positive discrimination can help balancing your workforce, but putting people in front for properties (like race) that are not relevant to the job is something you should be very careful with (both ways). Luck egalitarianism is theory only, it does matter where you were born and I believe it always will, positive discrimination will only make this less and less if you promote the capable in the position they deserve.
If I want to sell to any Japanese car manufacturer in Europe, I will recruit a Japanese sales person, because almost no European can treat the client I want to reach correctly. You could call this racist, but it is business wise needed.